65% of Americans eat out once a week, taking millions of photos of their meals. What if, instead of sharing pictures of their food, diners could share meals with the 65% of South African children living below the poverty line? It was this mission that led The Lunchbox Fund to launch its Feedie app with the support of Tribal New York.
Feedie is a photosharing app that is optimised for sharing food pictures, thanks to filters such as “toasty”, “leafy” or “seared”. When a photo is shared on social networks like Twitter or Facebook, it is branded for The Lunchbox Fund and, more importantly, the restaurant it was taken in. For each share of a meal from its tables, the restaurant donates one meal to The Lunchbox Fund so that South African children can have the energy to work towards an education and pulling themselves, and their families, above the poverty line.
When DELL and Starbucks launched IdeaStorm and MyStarbucks idea, they opened up a new wave of innovation and R&D, as well as a powerful new way to talk with their most ardent adorers and haters. Governments around the world, including the US Government, have opened up similar platforms to take policy and legislative input from their citizens. In the UK, the government will reply to any petition that gathers 100,000 signatories while the US government replies to any petition with more than 25,000 votes. Petitions like this one, to “Secure resources and funding, and begin construction of a Death Star by 2016“, have received the required number of votes and have even spread around the social web.
The response was brilliantly crafted by the Chief of the Science and Space Branch at the White House Office of Management and Budget in a manner that not only answered the actual questions, and promoting some lesser known facts about the U.S. space programme, but also answered the spirit of the question through many comments referencing Star Wars mythology. These tidbits were littered throughout a straightlaced, yet tongue-in-cheek, response that spread around the web as quickly as the original question. This illustrates a wider trend of organisations using a very human way of addressing constituents (electorate, customers and consumers) in order to generate interest and engagement – it is doubtful that the Science and Space Branch at the White House had received a lot of social media mentions or interest before now.
When we talk about the importance of “ShareValue” in our communication, we use it as a short hand for the need to create ideas and campaigns that consumers will play with, participate in and willingly pass along. Often this means moving beyond simple broadcast communication and finding a way to provide real utility to consumers, based on a real life insight of how they behave and interact with brands.
This execution, from Coca-Cola Brazil, does just that by leveraging the brand’s close association with music to create a magazine ad that (when rolled and assembled) turns a copy of the magazine into a set of iPod speakers. When discussing this at the 10am, we had myriad stories of fashioning cups, bottles and, yes, magazines into ways to amplify music on the beach, at the cottage or in our homes. With this brilliant execution, Coca-Cola has claimed this cultural behaviour as its own.
Quatrefoils, flowers and the distinctive “LV” monogram shot the Louis Vuitton brand to worldwide acclaim, but it was shots of the distinctive handbags, suitcases and other leather goods products being used by celebrities that truly lifted the brand to aspirational heights. Recognizing the value of this, the Louis Vuitton has started to amplify the celebrity love with high-quality paid media projects.
Most recently, we enjoyed this Michael Phelps online execution starring the most decorated Olympian of all time narrating his hopes and dreams for the planet while the user can immerse themselves in a 360 degree underwater experience. The campaign’s theme is ’Core Values’ and its mantra is in keeping with the brand’s mission: the best journeys are those that are shared.
Today’s “One Thing” looks at four ways a love of space travel and exploration is breaking through into the mainstream culture through social media. You may have seen the latest iteration of Rovio’s massively popular Angry Birds series, Angry Birds Space, being launched (pun intended) from the ISS through a video bridging physics with the popular bird-hates-pig game. This week, many of our own space geeks were enthralled as NASA’s Curiousity Rover touched down on mars, live tweeting to its 800,000 followers and making instant celebrities of its crew, including flight director Bobak Ferdowsi who’s own Twitter account spiked from 200 followers to 41,000 – in part due to his funky hair cut, especially chosen for this mission.
Want to learn more? Google has teamed up with NASA to bring Google Street View into the Kennedy Space Centre – now we can all explore this legendary location including the launch pad for the original Apollo programme and the Endeavour space shuttle in the same way you’d look for directions to a fashionable new restaurant. From what we hear from our friends at Google, expect to see a lot more of the insides of famous buildings and locations as they take street view off the streets.
The great boxer, Muhammad Ali, once said that “wars of nations are fought to change maps” but this week a war between two great tech titans broke out over the humble map. The companies? Google and Apple. This week, at its World Wide Developer Conference (WWDC), one of the major announcements from Apple was that its mapping application in iOS 6 devices would no longer be powered by Google, maker of the competitor Android operating system, but that it would making its own – powered in part by small acquisitions made over the last few years.
Maps have always been considered a utility – Mapquest, Google, Yahoo! have all had maps as a secondary product rather than main feature – but as the mobile advertising market starts to finally mature, maps will play a crucial role. In making this bold move, it is clear that Apple wants to complement its iAd product with a compelling map offering that can hugely impact the consumer/advertiser relationship. If you’re marketing on mobile, don’t you want as few competitor distractions as possible?
McDonald’s Canada is tackling myths around its food by taking questions and serving answers on McDonalds.ca/YourQuestions. The campaign, developed by Tribal DDB Toronto, promotes radical transparency by answering any and all questions from Canadians about the company’s food, turning “Frequently Asked Questions” into “Frequently Answered Questions”.
While the site is answering the tough questions from Canadians, it is also answering questions in a way that brings the brand’s character to life – for example, if you ever wanted to know what the different Chicken McNugget shapes are called, you can do so here. Judging by the questions currently on the site, the most common myth is that the burger patties are not 100% beef – a myth McDonald’s Canada is eager to dispel.
I was recently interviewed by Marketing Magazine’s Kristin Laird for the publication’s “Very Necessary Twitter Guide”. As it was an email interview, I was able to lean on my colleagues Marty Yaskowich and Nik Badminton for their thoughts. The Q+A is below but you can read the full and final version here:
The Very Necessary Twitter Guide | Marketing Magazine
There’s no shortage of people trying to predict the future. In fact, there are 19,333 pages of results on SlideShare for the term “trends.” While this column also predicts the future, it does so by analyzing the present _ if we want to know where we’re going, we need a realistic idea of where we are now.
In the spirit of this issue’s focus on youth, I’m saying that is exactly where we need to look. Working with clients such as Teletoon in Toronto, BC Dairy in Vancouver and McDonald’s via Kid Think, we at DDB Canada have plenty of opportunity to research and learn from Canadian youth. The biggest change we’ve seen falls into the following buckets: entering the post-social world; Facebook as a utility; pervasive use of mobile; and, lastly, avoidance of online advertising.
Today, I was asked to present to the American Marketing Association’s Toronto chapter on Overcoming Social Media Obstacles in Financial Services. With a title like that, my focus was on helping the marketers in the room convince their executives to fund and resource the social media plan – what will make executives say “no” and how can you integrate executives into the planning phase to ensure the necessary funding? This presentation was really tuned into the process of getting a plan approved, not the components of a social media plan which meant I had to presume everyone in the room had an awesome socially creative plan or campaign that they wanted to execute.
In the Q&A, most of the discussion focused on working with specific internal stakeholders, compliance and legal being the main two marketers had concerns with. My response was simple – bring these influencers into the process early on and work through any potential or perceived issues with them at the table. A robust scenario planning exercise will also enable internal groups to become more comfortable with this emerging channel. Interestingly enough, while I was at the podium, Frank Eliason, Citigroup’s social media lead was telling an audience that “using regulatory concerns as an excuse to not embrace social media is a “crutch”.